How to Increase Engagement with Your Family Law Firm Through Facebook

According to SocialTimes, 64% of the top 50 law firms in the U.S. have
Facebook pages, and they use this platform as a way to engage with current
and potential clients alike. When integrated into your overall marketing
campaign, social media platforms like Facebook act as effective way to
get in front of your audience – and stay there.

How Can Facebook Help Increase Business for My Family Law Firm?

Every great online marketing strategy starts with the basics: research,
metrics, and creativity. Here are a few suggestions for utilizing these
tactics on your Facebook page:

Know when your audience is active. Knowing when your target audience uses Facebook most often is a great
way to engage with them. No one knows your clientele quite like you do,
so use this information to your advantage! Engage with your clients at
peak hours. For example, if your divorce clients tend to have free time
during the lunch hour, make sure your advertising on Facebook during this
time slot.

Quality matters.

The material you post should be relevant and should help position you as
an authority in your field. Again, no one knows your clients (and their
needs) like you do. Think about what your family law clients care about
most. Maybe it’s the cost of divorce in your state; or perhaps they
would like information about child custody laws. Take what you know and
add it to your Facebook page where you clients can easily access the information.
This will help build your authority, credibility, and reliability.

Be consistent. You don’t have to post five times a day, but you do have to be consistent.
Sporadic posts from time to time don’t work well when you’re
trying to engage with you audience. You have to be involved. And the more
frequent you are, the more accessible you’ll make yourself to your
clients. When people know for certain they can find new posts on your
Facebook page – particularly posts relevant to the topics they care
about – they’ll be more likely to visit your page (and refer
it to others) on a regular basis.

Initiate an open forum and encourage online discussions. An open forum or “lunch and learn” session on Facebook is
a great way to engage clients. It can also be an effective tool for reaching
people who can refer your family law services to friends and family. Create
a post on a popular topic a few days in advance and see how many people
tune in to hear what you have to say. This is when you use your other
platforms to broadcast your forum to send other interested parties to
your Facebook page.

Use clear images and graphics. We live in an image-driven society, so this is where you need to make
it count. Include infographics and other images to get the attention of
your visitors. Flow charts, pictures, and graphs that display divorce
statistics, child custody laws, division of asset information, etc. can
help you convey information to a broader audience.

What Not To Do On Facebook

Just as there are good tactics to use, there are some bad practices that
should be avoided.

Don't use spammy posts and advertisements.

This is one of the most important things to remember when engaging with
your audience on Facebook. No one likes to be spammed. More likely than
not, you’ll end up losing followers because of it. Work naturally
to get the followers you desire, and the audience you gain will likely
remain loyal from there on out.

Don't take shortcuts. A number of companies will tell you they can get you likes on your Facebook
page, and they’ll charge you a fee to do it. Don’t. Your Facebook
page – and your family law firm as a whole – could suffer
for it. Instead, invest time and effort into your Facebook page and the
benefits will surely unfold. Taking shortcuts will inevitably leave you
further from your goal than when you started.

Use these tips and tactics to formulate a viable Facebook marketing strategy
for your family law firm. Once you’ve attracted an audience and
built a steady following, your business will naturally increase.

Download this free eBook to learn more strategies for marketing your law
firm online.

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About the Author

Peter Webb is the Senior Vice President of Sales at Scorpion. He has been at the company since its inception and has nearly two decades of experience helping law firms develop tailored marketing strategies. Each plan is focused on what they want most - whether it’s to achieve incremental growth as a firm or to target specific case types they want. He enjoys spending time with his family, traveling, golfing, reading, and cooking. Peter currently lives in Southern California, but he has also lived in the Midwest and British Columbia.